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Author: 黃麟婷
Ning-Ting Hwang
Thesis Title: 顧客感恩對忠誠度之影響-以虛擬通路為例
The impact of customer gratitude on loyalty:A Study of the Internet retail
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2019
Graduation Academic Year: 107
Language: 中文
Pages: 44
Keywords (in Chinese): 關係行銷顧客忠誠關係利益網路購物顧客感恩
Keywords (in other languages): Relationship Marketing, Customer Loyalty, Customer Relational Benefits, Internet retail, Customer Gratitude
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  • 網際網路發展至今已成為現代人生活不可或缺的一部分,也改變了我們的生活行為,徹底顛覆了消費模式與購物的習慣。根據經濟部之統計,2017年無店面零售業營業額已創歷史新高,年增4.8%,連續11年正成長,可見虛擬購物通路已不容小覷。
    本研究欲以虛擬購物通路為研究主題,探討三種關係利益;社會利益、信任利益及特殊利益,對顧客肯定之影響,但肯定特質會影響其忠誠狀態,為使企業能更深入掌握消費目標之瞭解,以顧客的忠誠特質作為調節變數,對顧客願意再次購買意願因素中,顧客之肯定所扮演的角色為何,並探討各構面之間的關係及影響。
    本研究從文獻之探討、蒐集及分析編列出訪談大綱,再以實務專家的經驗,針對網路購物專家進行結構性之訪談,歸納出在虛擬購物通路三種關係利益對顧客忠誠之影響,希望對於虛擬通路平台的再購率提升有巨大的幫助。


    The recent development and advancement of Internet has made it an integral part of modern life. It has changed our life and completely revolutionized people’s buying patterns and shopping habits. According to the statistics of the Ministry of Economic Affairs, the gross revenue of the non-store retailing business reached a record high in 2017, with an annual increase of 4.8% for 11 consecutive years! It is clear that we cannot undermine the importance and impact of Internet and Virtual Shopping in our everyday lives.
    This project aims to study Virtual Shopping and assess the influences of the three types of relational interests -- social interest, trust interest, and special interest -- on customers' satisfaction levels. However, customers’ satisfaction levels can be influenced by customers’ personality traits. Therefore, this project incorporates customers’ personality traits in the assessment and explore the interrelationships between the various factors. The goal of this project is to help the company get a better understanding of what factors influence customers’ satisfaction levels and willingness to purchase again.
    In this research project, I reviewed the literature, created an interview outline, incorporated input from experienced experts, and conducted structured interviews with online shopping experts. We I analyzed the data and discussed how the three types of relational interests in Virtual Shopping influenced customers’ satisfaction levels. The study findings should make a substantial contribution to help increase customers’ repurchase rate through Virtual Shopping habits.

    目錄 摘要 ............................................................................................................................................ I Abstract ..................................................................................................................................... II 誌謝 .......................................................................................................................................... III 目錄 .......................................................................................................................................... IV 圖目錄 ...................................................................................................................................... VI 表目錄 ..................................................................................................................................... VII 第一章 緒論 ........................................................................................................................... 1 第一節、研究動機 ............................................................................................................... 1 第二節、研究目的 ............................................................................................................... 2 第二章 文獻探討與研究假說 ............................................................................................... 3 第一節、關係利益 ............................................................................................................... 3 第二節、顧客忠誠 ............................................................................................................... 6 第三節、顧客感恩 ............................................................................................................... 8 第四節、社會交換理論 ....................................................................................................... 9 第三章 研究方法 ................................................................................................................. 11 第一節、研究流程 ............................................................................................................. 11 第二節、研究架構 ............................................................................................................. 12 第三節、訪談對象的選擇及過程 ..................................................................................... 12 第四節、訪談大綱 ............................................................................................................. 13 第五節、訪談1整理 ......................................................................................................... 15 第六節、訪談2整理 ......................................................................................................... 21 第四章 研究結果 ................................................................................................................. 22 第五章 結論 ......................................................................................................................... 25 參考文獻 ................................................................................................................................. 26 中文文獻 ............................................................................................................................. 26 英文文獻 ............................................................................................................................. 26 附錄、訪談內容 ..................................................................................................................... 30 個案A ................................................................................................................................. 30 個案B ................................................................................................................................. 32 個案C ................................................................................................................................. 34 圖目錄 圖 2- 1 研究模型 ................................ ................................ ................................ ........ 10 圖 3- 1研究流程 ................................ ................................ ................................ ......... 11 圖 4- 1研究結果 ................................ ................................ ................................ ......... 24 表目錄 表 2- 2顧客忠誠之定義整理 ................................ ................................ ...................... 8 表 2- 3顧客感恩之定義整理 ................................ ................................ ...................... 9 表 3- 1受訪者及產業經驗列 表 ................................ ................................ ................ 12

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